Responsive image
博碩士論文 etd-0807115-130426 詳細資訊
Title page for etd-0807115-130426
論文名稱
Title
在薩爾瓦多 - 茶店
Tea Shop 'TeServimos': Business Plan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
67
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-08
繳交日期
Date of Submission
2015-09-07
關鍵字
Keywords
TeServimos、茶、飲料、市場分析、行業分析
TeServimos, market analysis, teashop, industry analysis
統計
Statistics
本論文已被瀏覽 5942 次,被下載 460
The thesis/dissertation has been browsed 5942 times, has been downloaded 460 times.
中文摘要
TeServimos目的是憑藉銷售高質量茶飲料成為暢銷飲料店。使用臺式配方主打奶茶和珍珠奶茶。
本店將試圖建立於賽瓦爾多和中美地區的重點大學周邊設點。我們的目標銷售對象是大學生和訪問大學的貴賓。其中目標對象的年齡從19歲至40歲,并涵蓋廣泛的收入階層。在定價策略方面部份考慮到低收入學生客戶,而試圖將售價降到最有競爭性的價格。為了鼓勵客戶群體踴躍嘗試本店飲料,除了標準化價格之外,我們將主打高質量,清涼降暑,方便外帶的概念為主。我們目標銷量為每日6000﹣6500杯飲料。
初步投資需求為壹萬元(美金),其中$5000來自創辦者自己投資,而其餘$5000來自銀行商業貸款。TeServimos茶店分析中有正的淨現值(分析中為$72,593.66 美元)。通過我們的分析,我們獲得的結論是這個計劃是可持續進展的,并很有可能在賽瓦爾多盈利。進一步市場和行業分析得出的結論是TeServimos有客觀的發展潛力。
Abstract
TeServimos is intended to become a tea shop serving high quality tea based beverages. Utilizing Taiwanese recipes including the famous bubble tea with tapioca balls and milk tea.

This shop is intended to be located in the vicinity of one of the most prestigious universities in El Salvador and in Central America. This, with the idea to reach our target market, university students and university campus visitors; there is a variety of segments to target, different incomes levels and age from 19 years old to 40 or more. Part of the strategy for pricing is to keep prices as low as possible and in a level that will compete and –in some cases- match the

The intended strategy for pricing will be set for standardized prices, in order for customers become aware of this new product, the high-in-quality cold refreshing beverages and service and most importantly of concept ready to go and take away drinks. The estimated target market is between 6 thousand and 6 thousand five hundred people.

The opening investment and needed working capital for the store to be fully functioning is US$10,000; which will be US$5,000 from personal owner’s savings and the remaining USD$5,000 from a cooperative bank loan.

TeServimos teashop reported a positive Net Present Value (NPV) of US $72,593.66. This number indicates that this project is feasible and has the potential to become a profitable project in El Salvador, alongside our market and industry analysis, opportunity for expansion.
目次 Table of Contents
Table of Contents

1. The Executive Summary……………………………………1
1.1 TeServimos (the company)…………………………….………1
1.2 Mission Statement…………………………………….………2
1.3 Business Model……………………………………….………2
1.4 Proposal……………………………………………….………3
2. El Salvador Economic Overview……………………………4
2.1 Investment opportunities: geographic location and low cost….4
2.2 Remittances: Retail Sales Growth…………………………….5
2.3 Growing Consumer Categories ……………………………..5
3. Background…………………………..………………………6
4. Health Benefits of Tea…………..……………………………8
4.1 Oolong Tea…………………………………………………..8
4.2 Black Tea…………………………………………………...10
4.3 Green Tea……………………………………………………13
5. Store Name…………………………………………………14
5.1 Logo……………..………………………………………….16
5.2 Staff………………………………………….……………17
6. Entry and Growth Strategy……………………………..20
6.1 Location…………………………………………..……….21
6.2 Promotion and Advertising Strategy…………………..….25
7. Industry Analysis………………………………………..27
7.1 Tea consumption in El Salvador…………………………..27
7.2 Industry Structure………………………..………………..28
8. Market Analysis………………………………………….31
8.1 Key country indicators……………………..……………..34
8. 2 Porter’s Five Forces Analysis Model……………………..35
8.3 SWOT analysis…………………………………………….38
8.4 Target Market……………………………………………...40
8.5 Total Target Market in Percentage………………………..41
8.6 Demand Forecast………………………………………….42
8.7 Forecast Assumptions……………………….…………….44
9. Threats………………………………………..…………..47
10. Fixed Costs……………………………………………….49
11. Initial investment…………………………………………50
12. Break Even Analysis……………………………………………. 51
13. Income Statement ……………………………………………….54
14. Cash Flow and Net Present Value Analysis…………………….54
15. Conclusion…………………………………………………………57
16 References…………………………………………………………59
參考文獻 References
1. http://www.euromonitor.com/markets-of-the-future-in-el-salvador/report
2. http://www.presidencia.gob.sv/
3. http://www.gobernacion.gob.sv/
4. http://www.mh.gob.sv/
5. Han LK, Takaku T, Li J, et al. Anti-obesity action of oolong tea. Int J Obes Relat Metab Disord 1999;23:98-105.
6. Hosoda K, Wang MF, Liao ML, Chuang CK, Iha M, Clevidence B, Yamamoto S. "Antihyperglycemic effect of oolong tea in type 2 diabetes." Diabetes Care. 2003 26(6):1714-8.
7. Mineharu Y, Koizumi A, Wada Y, Iso H, Watanabe Y, Date C, Yamamoto A, Kikuchi S, Inaba Y, Toyoshima H, Kondo T, Tamakoshi A; and the JACC study Group. "Coffee, green tea, black tea and oolong tea consumption and risk of mortality from cardiovascular disease in Japanese men and women." J Epidemiol Community Health. 2010 Jul 14.
8. Han LK, Takaku T, Li J, Kimura Y, Okuda H. "Anti-obesity action of oolong tea." Int J Obes Relat Metab Disord. 1999 23(1):98-105.
9. He RR, Chen L, Lin BH, Matsui Y, Yao XS, Kurihara H. "Beneficial effects of oolong tea consumption on diet-induced overweight and obese subjects." Chin J Integr Med. 2009 15(1):34-41.
10. Chen H, Qu Z, Fu L, Dong P, Zhang X. "Physicochemical properties and antioxidant capacity of 3 polysaccharides from green tea, oolong tea, and black tea." J Food Sci. 2009 74(6):C469-74.
11. Arab L, Liu W, Elashoff D. "Green and black tea consumption and risk of stroke: a meta-analysis." Stroke. 2009 40(5):1786-92
12. Kenneth J. Mukamal, M.D., M.P.H., M.A., Kristen McDermott, R.N., Joe A. Vinson, Ph.D., et al. A 6-Month Randomized Pilot Study of Black Tea and Cardiovascular Risk Factors. American Heart Journal. 2007.
13. Rowe CA, Nantz MP, Bukowski JF, Percival SS. "Specific formulation of Camellia sinensis prevents cold and flu symptoms and enhances gamma,delta T cell function: a randomized, double-blind, placebo-controlled study." J Am Coll Nutr. 2007 Oct;26(5):445-52.
14. Maron DJ, Lu GP, Cai NS, Wu ZG, Li YH, Chen H, Zhu JQ, Jin XJ, Wouters BC, Zhao J. "Cholesterol-lowering effect of a theaflavin-enriched green tea extract: a randomized controlled trial." Arch Intern Med. 2003 23;163(12):1448-53.
15. El Salvador Central Bank: USD$.
16. Mitrab: Act. No.6 Salario Minimo
17. http://www.euromonitor.com/markets-of-the-future-in-el-salvador/report
18. Taiwan Embassy in El Salvador. http://www.taiwanembassy.org/mp.asp?mp=337
19. http://www.uca.edu.sv/
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code